关系利益对顾客满意及顾客忠诚的影响研究——以接触程度为调节变量的中期报告.docxVIP

关系利益对顾客满意及顾客忠诚的影响研究——以接触程度为调节变量的中期报告 摘要 本研究旨在探讨关系利益对顾客满意度及顾客忠诚度的影响，并进一步考察接触程度在其中的调节作用。通过问卷调查的方式收集了424名顾客所提供的数据，并运用SPSS进行数据分析和处理。研究结果表明，关系利益对顾客满意度和顾客忠诚度均存在显著影响，而且顾客满意度和顾客忠诚度之间存在显著正相关关系。此外，接触程度对关系利益和顾客忠诚度之间的关系具有显著的调节作用，这意味着在高接触程度的情况下关系利益将更加显著地影响顾客忠诚度。最后，本研究提出了一些管理建议，以提高顾客忠诚度和创造更大的利润。 关键词：关系利益，顾客满意度，顾客忠诚度，接触程度，调节作用 Abstract This study aims to explore the influence of relationship benefits on customer satisfaction and customer loyalty, and further examine the moderating effect of contact degree. The data were collected through a questionnaire survey from 424 customers, and then analyzed and processed using SPSS. The results showed that relationship benefits had significant effects on both customer satisfaction and customer loyalty, and there was a significant positive correlation between customer satisfaction and customer loyalty. In addition, contact degree had a significant moderating effect on the relationship between relationship benefits and customer loyalty, which means that relationship benefits will have a more significant impact on customer loyalty under high contact degree. Finally, some management suggestions were proposed to improve customer loyalty and create greater profits. Keywords: relationship benefits, customer satisfaction, customer loyalty, contact degree, moderating effect.